Bimbo Global Forum 2026
The GBF is the most important annual event with over 1,200 Leaders from all around the world attending (70% from marketing/sales), including the CEO, company’s leadership and several members of the Board of Directors.
The company had been growing consistently since it was born, until ~2024 where organic growth stagnated.
Grupo Bimbo is the largest baking company in the world, operations in 39 countries, owns 100 brands that play across several food categories (Sliced bread, Bagels, Buns & rolls, Toast, English muffins, Cakes, Pastries, Cookies, etc).
Bimbo operate in 39 markets, which have different types of capability/business challenges.
The Bimbo Global Forum 2026 was held in Cancún, Mexico, at the Barceló Hotel, from August 24–27, 2026. Through Shine Entertainment Media, Bimbo engaged keynote speaker James Lafferty, a four-time Forbes Top 100 CEO, Olympic coach, keynote speaker and corporate trainer, three-time Powerlifting World Champion, and retired Procter & Gamble executive.
James Lafferty and Dario Brignole
James Michael Lafferty LinkedIn post
I figure that over the past 41 years, I have attended probably 60 or so “OGSM” or similar corporate planning events. Both for my own organizations; and as a guest attendee or speaker.
In one single date, we can ascertain whether we would like to see the person again, or not. Similarly, spend 2 or 3 days in such an event with the organization, and one can ascertain quite a bit about that entire entity.
I just gave a keynote speech in Cancun to Grupo Bimbo, at their annual “GBF” or Grupo Bimbo Forum. A once a year gathering of 1,500 GB leaders. Maybe you don’t know the name, but odds are you enjoy what they make. GB is the world’s largest baking company. Bread is their core! They are $23 Billion in sales, employ 152,000 employees, and sell in over 100 countries.
After 41 years seeing such events, and spending 3 full days with this team, I have to call out the reality. No matter how shocking to my friends in previous companies I have worked in.
1. Single finest such event ever, by a wide margin. Every detail covered. Impeccable planning and execution. Just world class in every single respect. I have never seen a finer execution. Ever. And that includes all the OGSM and VGSM events I was responsible for! GB sets a new standard.
2. The culture is off the charts. The Board and entire leadership is so humble and approachable. They see themselves as serving their teams—not the other way around. They are serious but they also have fun. They invest in growing talent. They take care of their people. It’s just so inspirational to see.
3. The quality of thinking and planning is best in class. They know their business and they know what works. Serve the consumer. Know your customer. Win in store. Innovate. This is a company on the fifth generation of family ownership and they just keep going!
4. When I walked away from the corporate world I was “done”. And never for a second did I consider going back! Until now. This company is so amazing I found myself wanting to work there! This kind of says it all!
Many thanks to the team at Shine, the great Dario Brignole and his team Renee Zendejas and Ana Espinosa. The fabulous CMO Eduardo Alvarez Franyutti and amazing Gabriela Arias Martínez, Graciela Natalia Padilla Ramirez!
Thank you for having me Grupo Bimbo! The honour was truly all mine.
